British carmaker Morgan Motor opens first ASEAN dealership in PHL

_{^{A Morgan Plus 4 is shown to the media on Tuesday, 29 April, in a Greenhills derlership, the first Morgan Motor Co. outlet in Asia. Photo by Danessa Rivera, GMA News}} 

Luxury carmaker Morgan Motor Company of Worcestershire in the UK has entered the Philippine market, opening its first dealership in the ASEAN region, to serve a number of niche buyers in the Southeast Asian country.

 

The idea to put up a dealership in the Philippines was hatched three years ago, when investors evaluated the automotive industry and upper class demography.

 

Data from the Association of Vehicle Importers and Distributors (AVID) showed sales in luxury cars were basically flat in 2013, with 1,370 units sold from 1,324 a year earlier –or up nearly 3.5 percent.

 

The partners at Morgan Motor acknowledged the niche market isn't really growing that fast, "it's just a constant stream of people who live in very extraordinary places and those who have extraordinary lives," said Morgan Say, Morgan Motor Philippines president.

 

"The partners were very much amused with the length of history that the Philippines has had in terms of people who appreciate art...

 

"We've had several individuals and families who've already established their way of life. The Philippines is one of the oldest in terms of being a nation with families that have long thrived since the Spanish era," Say noted.

 

Morgan Motor Philippines is White Knight Automobiles Inc., which was formed with Philippine and foreign partners, Say told GMA News Online in an interview during the inauguration of the dealership in Greenhills along EDSA.

Bespoke sports car

 

In October 2013, British Bespoke Automobiles (BBA), the official distributor of the iconic Rolls-Royce, opened a temporary showroom ahead of its target in response to a positive reception by the Philippine luxury car market after "15 captains of industry" expressed strong interest in owning the world-renowned marquee on four wheels.

 

As a newbie in the Philippine market, Say said Morgan Motor Philippines has a very modest target of selling 10 cars a year and has no plans of overtaking any brand.

 

"We're selling bespoke sports car and our price points are lower," he said.

 

Morgan's Plus 4 model – in two- and four-seater versions – sells at about P5.5 million, Aero brands at P9.9 million and the 3-Wheeler at P3.5 million.

 

"The basic essence of owning a Morgan is basically learning how to appreciate art... to bring the extraordinary feel to old and extraordinary consumers," he said.

 

Every part of the car is made by-hand in the UK, allowing clients to have their Morgan custom-made. It takes 90 days to build a Morgan and and 30 days to deliver.

 

In an e-mail to GMA News Online, AVID president Ma. Fe Agudo said luxury brands have their own strategy in  brand positioning, and may have models that cater to different market segments.

 

"Studies indicated that consumers in the high-end segment give much weight to the long-term reputation of the brand that they want to be associated with. Generally, the luxury market is brand inelastic," she added. – VS/TJD, GMA News